Millward Brown Research quantitative

1
Millward Brown Research (quantitative)

• Objective (client/campaign)
• Drive awareness of McCain Home Fries as the best
  tasting chips you can buy by communicating core
  Home Fries' value propositions.
• Objective (research)
• Determine the synergistic effects of TV and
  online advertising using CrossMedia (live,
  in-market) methodology

2
Millward Brown Research (quantitative)

• Key Findings
• Exposure to online, incremental to TV, let to
  significant lifts in key brand metrics and was an
  integral part of the campaign
• Most notable increases were seen in brand
  favourability and likelihood to purchase
  specific brand objectives
• Perceptions surrounding McCain Home Fries
  ingredients (specially selected potatoes, made
  from British potatoes) were strongly enhanced
  through exposure to a combination of TVOnline,
  which likely prompted past TV advertising
  memories, reinforcing what consumers already knew
  about McCain Home Fries.
• Previous research which evaluated ad
  effectiveness in different viewing environments
  has revealed that awareness, favorability and
  consideration are generally stronger in an Online
  setting, owing to consumers deepened engagement.
• This would suggest that the same holds true for
  pre-roll advertising as consumers are making a
  choice to be involved and are much more engaged
  than they would be during general TV viewing.

3
Decipher Research (qualitative)

• Objectives
• To ascertain how the viewing experience between
  TV and Online affects advertising recall
• To ascertain how different how different
  combinations of advertising placements on both
  platforms affect advertising recall (i.e. linear
  vs. pre-roll)

4
Decipher Research (qualitative)

• Key Findings
• An ad placement is almost 4 times more likely to
  be recalled unprompted when served in a pre-roll
  on the Yahoo! player alongside TV compared to TV
  only.
• An ad placement is almost 3 times more likely to
  be recalled unprompted when served in a pre-roll
  on the Yahoo! player compared to portals which
  insert pre-rolls before all content.

5
Recommendations Push Advertising Pre Rolls
Although respondents stated that pre-rolls were
expected as part of the content, there was
limited tolerance to poor executions.
Stick around after the videos finished waiting
for an ad? Id just go onto another video
instead. Female Aged 18-24

• Pre-rolls in itself were not considered an
  irritant, poor or poorly targeted ads were.
• Interestingly no respondents reported that they
  would find addressable advertising intrusive.
• Slow moving and abstract TV executions online
  tested particularly poorly, respondents were
  often unsure whether the advertising was a
  programme or an ad.
• No respondent claimed they would be likely to
  stay and watch a post-roll ad.
• The creative community will need to evolve
  significantly to deliver ads which are
• More explicit i.e. focus on the brand or product
  early in the creative.
• Compelling cutting and pasting poor ads from TV
  wont work.

I dont have a problem with ads, I just wasnt
sure whether that Virgin Money ad on 4oD was an
ad or the programme. Male Aged 25-34
6
Recommendations The Role of Branded Pages
Branded pages increased the audiences expectation

• Interestingly there was a higher expectation for
  a pre-roll ad before the content.
• Respondents claimed that they were expecting the
  advertising as the content was being delivered
  within a branded area.
• However animated banners were considered
  problematic as they distracted viewers from the
  video.

I was expecting the pre-roll because its from a
Toyota site. Male